The School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University (PolyU) has released the findings of its policy study, examining the strategies and potential for developing an integrated tourism brand by capitalising on the strengths of the cities within the Greater Bay Area (GBA) in Hong Kong.

The study was supported by the Public Policy Research Funding Scheme of the HKSAR Government. Entitled Developing A Tourism Cluster in the Greater Bay Area (GBA): A Dual Branding Perspective, the study is led by Kam Hung, principal investigator and SHTM professor, with a team that includes Tony Tse, SHTM professor of practice; Rob Law, chair professor of smart tourism and deputy director of the Asia-Pacific Academy of Economics and Management at the University of Macau; and Shina Li, professor at the School of Tourism Management at Sun Yat-sen University.

The team used a mixed-method approach to analyse the tourism attractions, advantages, and experiences in GBA cities. This included site visits to all 11 cities to assess tourism resources, service quality, and key attractions. They also analysed 200,000 reviews from online platforms to understand tourists’ preferences, and conducted in-depth interviews with 182 local residents, officials, and business owners to gather diverse perspectives.

The research found that while cities in the GBA focus on individual branding, the overall regional brand is unclear. A cohesive and distinctive branding approach is needed to differentiate the GBA tourism cluster and attract more visitors.

The study proposed a brand architecture for the GBA tourism cluster, balancing individual cities’ identities with the region’s overall vision. Recommendations include diverse itineraries, such as a heritage tour with landmarks like Hong Kong’s Clock Tower, a nature itinerary featuring Zhaoqing’s karst formations, and a family-friendly tour with attractions like Hong Kong Disneyland and Ocean Park.

The study also recommended forming a cross-regional unit to manage GBA tourism branding. It suggested using a marketing strategy that highlights travel connections and diverse experiences, with digital efforts focusing on social media and influencers. Offline, campaigns could include multi-destination packages and themed events across cities.

The research team further pointed out that a well-defined and cohesive regional tourism brand will bring about transformative impact to the development of GBA in the following aspects.

First, it would sharpen the region’s competitive edge in tourism by showcasing GBA’s unique mix of urban sophistication, natural beauty, and cultural richness, helping it stand out in the global market. Second, it would drive economic growth by attracting more tourists and investment in tourism infrastructure, such as hotels, resorts, and transportation, thereby boosting revenue, creating jobs, and supporting the local economy. Third, regional branding would foster collaboration and integration among GBA cities, encouraging shared marketing campaigns and seamless transport networks. Fourth, it would promote sustainable development by encouraging policies to preserve cultural heritage, historical sites, and the environment. Finally, successful branding would enhance GBA’s global recognition, attracting international events and positioning the region as a key emerging tourism destination.

Hung commented: “By strategically positioning GBA as a unified yet diverse destination, the region can better leverage its collective strength, foster innovation and create new opportunities for sustainable growth in the region. In addition, the study has contributed to the academic literature on destination branding, particularly in the context of tourism clusters, providing valuable insights for other regions looking to develop similar strategies.”

The full report can be viewed here.